Covidien LigaSure Device Launch:

10 Years to Invent, 3 Weeks to Brand

Covidien makes medical devices

In this particular case, they make devices which surgeons use to "seal" blood vessels. It's called hemostasis. It's far more advanced than using clips, staples and sutures — and Covidien's LigaSure line of devices has been leading the industry for ten years. It had become the gold standard.

Still, competitive pressures were mounting. When you're top dog, everyone wants your bone. So when the product team was about to introduce the most advanced LigaSure device yet (LigaSure Advance, it was named, coincidentally), they asked LeeReedy to help position the product.

Brand strategy consulting — Fast

We met with the leaders of the division, including the marketing managers, and took them through our half–day branding workshop, which we call Clear Vision. During our process, we uncovered the simple truth: By adding one feature — a dissection mode — surgeons would view this new device, not as the gold standard, but as a no brainer, a done deal. Game over.

Only one little wrinkle — the device wasn't ready yet. In fact, it would be six months before stock would be available. What to do?

Put the device in the market, but just beyond reach

We created countdown clocks for Covidien's various buildings, with the headline:
The world's been waiting for a LigaSure that dissects. The wait is almost over.

We sent Lucite–encased devices to leading surgeons with the headline:
You've been waiting for a LigaSure that dissects. You'll just have to wait a little longer.

We put these same encased devices on display at trade shows, surrounded by security guards, with the headline:
The world can touch it in January. The competition never will.

We created a microsite, complete with demos from the world's best surgeons. We invented a sales incentive program with "Untouchable" rewards.

And we did it all, based on the simple brand essence we discovered in just half a day with the key people from the company, in just three weeks.

Pretty surgical.

Want to apply the same thinking to your brand? Drop me a line kreedy@leereedy.com.